All eyes will be on the waterfront this week as the City of Hamilton unveils a new 40ft-long marquee sign.

The Bermuda sign, designed by Keeon Minors of digital marketing agency Lead X Design, extends along the waterfront and features a range of artistic elements intended to highlight Bermuda’s culture, heritage and traditions.

A spokeswoman for the City said the unveiling on Wednesday was scheduled to take place on May 24 to coincide with what has historically been celebrated as Bermuda Day.

Jessica Astwood, the City’s director of marketing and communications, said: “The idea of this sign was conceptualised back in 2019 with the intention to enhance the cultural ecosystem in the City.

“The City of Hamilton is more than just a place of commerce and consumption, and by adding varied art pieces to our VIVID: Public Art Initiative, we aim to facilitate accessible engagement with our art and culture by both visitors and residents. Keeon’s design was chosen to help us achieve exactly that.

“We’ve explored various locations for the installation and believe that the waterfront space will create transformative place-making in the City of Hamilton.

“The scale of the sign is meant to be politely disruptive, capturing pedestrian, commuter and visitor attention.”

The unveiling takes place at 8pm and will feature giveaways from Ashley’s Lemonade, compliments of the City, and Duch Pops, sponsored by Paradise Mobile.

The spokeswoman said that Paradise Mobile, a new mobile communications, company had partnered with the City to create a “dynamic augmented reality component for the sign, using app-less web based technology, that can be experienced with a simple QR code scan with smartphones”.

“The public is encouraged to attend the unveiling, next to the Bermuda Tourism Visitor Centre on Front Street, and be some of the first to snap a photo of Hamilton’s newest, iconic landmark.”